Health Is

The “Health Is” campaign didn’t just transform how media engages with disabled audiences, it ignited a movement for inclusion, dismantling systemic barriers in creative industries. At its heart was the Kings Cross St Pancras Immersion Zone, where Initiative, Momentum, and JC Decaux re-engineered the space through a revolutionary creative approach that centred accessibility. Featuring talent like Para-athlete Emmanuel Oyinbo-Coker and Paralympian Hannah Cockroft OBE, and captured by creatives Sonny McCartney and Samuel Parsh, whose lived experiences added an authentic lens, the campaign redefined representation. Media formats were adapted with wheelchair-accessible posters, braille on handrails, and spatial audio narration, enabling engagement across diverse touchpoints. Beyond success with a 34% uplift in relevancy among disabled communities, its legacy lives on through JC Decaux’s permanent accessibility upgrades and the Disability Representation Handbook. This blueprint empowers all brands to embed inclusion into their creative processes, paving the way for more representative, innovative campaigns to shape the future of advertising.